Abstract
In order to investigate the key attributes of casino hotel customer eWOM and their structural relationships, this study selects two casino hotels located in Las Vegas and Macao. Through big data analytics, online reviews of two casino hotels from Google Travel were utilized. The frequency and CONCOR analyses showed the top 50 high-frequency words for each hotel and divided them into groups. The results of the factor analysis and linear regression analysis show that four factors, namely “Physical Environment”, “Entertainment”, “Experience”, and “Amenity”, in Las Vegas have a significant impact on customer satisfaction, while two factors, namely “Value” and “Physical Environment”, do in Macao. Through the results, the study points out the general characteristics affecting customer satisfaction of casino hotels, as well as the distinctions in influencing factors of their customer satisfaction in different source markets.
Highlights
As the gaming industry burgeons, the development of mega casino resorts providing top-notch all-inclusive luxury entertainment is underway with progress, and it is concentrated in Las Vegas and Macao [1]
Hotel managers need to understand the content of customer Electronic word-of-mouth (eWOM) and adjust their service in light of eWOM’s characteristics, so as to improve customer satisfaction and attract more customers
Taking Las Vegas and Macao as research objects, both of which have developed a casino-hotel industry, this study aimed to discover the typical characteristics of customer eWOM in the casino-hotel industry and put forward more universal suggestions
Summary
As the gaming industry burgeons, the development of mega casino resorts providing top-notch all-inclusive luxury entertainment is underway with progress, and it is concentrated in Las Vegas and Macao [1]. Casino hotels are providing gaming facilities and luxurious accommodation, and numbers of non-gaming leisure activities and entertainments (e.g., live show, concert, shopping and dining, spa, golf, exhibition, etc.), and growing to be contemporary integrated resorts [2]. Electronic word-of-mouth (eWOM) results from a summary of the customer’s experience and is usually written voluntarily, without any economic cost or external stimulus [5,6]. It has become a major source of information [7]. Hotel managers need to understand the content of customer eWOM and adjust their service in light of eWOM’s characteristics, so as to improve customer satisfaction and attract more customers
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